Aim
The Great North Care Record (GNCR) is a collaboration of health and social care organisations across the North East and North Cumbria, providing integrated care records for over 3million people. They faced the challenge of increasing brand awareness and understanding among stakeholders and the general public in the North East region. They planned on using this as a baseline for future research.
Work
A comprehensive research study was conducted to assess current brand awareness levels, identify key stakeholders, and understand perceptions of the GNCR brand. The study included both quantitative and qualitative research methods. Key findings included:
- Low levels of brand awareness among the general public, but higher levels among healthcare professionals.
- Positive perceptions of the potential benefits of the GNCR, but concerns about data privacy and security.
- A desire for more information and education about the GNCR.
Results
The research informed the development of a targeted marketing and communication strategy focused on increasing brand awareness, addressing concerns, and promoting adoption of the GNCR. This included tailored messaging, education campaigns, stakeholder engagement, and digital marketing efforts.
By leveraging these strategies, the GNCR was able to increase brand awareness, build trust, and lay the foundation for successful implementation and adoption.